Chapter 7 Conclusion
7.2 Limitations and Future Research Directions
provides multiple perspectives on the integrated requirement assessments of B2C mobile
tourism services. T mobile tourism services
may provide a promising point for research to apply to other interesting application domains as well. Our proposed B2C m
ystem, and reports on the system design and development of mobile tourism services. The system evaluation result
em.
nd weaknesses. For example, nearly 83% of the participants are between 20-39 years old, commonly described as a key target market for technology-enabled products and services. While our sample is appropriate given our research focus on mobile services, as the market for mobile services evolves, future research should include a more diverse sample in terms of demographic characteristics (i.e., age range and educational level).
With regard to evaluations of the usefulness of the mobile tourism services, only one-third of our B2C tourist sample has experience with mobile Internet access while the penetration rate of mobile Internet access in Taiwan is about 71.3% (National Communications Commission, 2012). While our results illustrate the usefulness of the mobile tourism services, further research with more experienced mobile Internet user populations should lend additional insights. Furthermore, we focus here on the usefulness of the mobile tourism services without pric A logical extension would be to include pricing considerations as this will likely influence the usefulness evaluation by tourists and the profit sharing among different service providers.
he integrated requirement assessments of B2C
obile service classification framework offers a starting point in assisting the organizations to prioritizing their efforts in the B2C mobile tourism services.
This research has demonstrated the integrated requirement assessment of mobile tourism services from both tourists’ and service operators’ perspectives. This research also investigates how the user requirements are translated to working s
indicates the appropriateness and usefulness of the prototype syst
We also propose a B2E mobile service classification and evaluation framework for the tourism industry that reflects the accumulation of existing research efforts and highlights some interesting research results. The two-dimensional classification framework is comprehensive since it covers the mobile service requirements of four management levels with three functional design concerns. The staged approach and multi-dimensional perspectives provide a systematically way to identify and rank the B2E mobile service requirements for mobile-oriented organizations like the tourism industry. Moreover, the evaluation of importance, feasibility, and cost/benefit effectiveness of each B2E mobile services are useful as guidelines for planning and implementing the mobile service development project by tourism service providers.
7.2 Limitations and Future Research Directions
The tourist sample in the B2C study provides both strengths a
ing consideration in our B2C study.
In our B2C study, we focus our attention on the usefulness of the mobile tourism services from tourists’ perspectives and the importance, feasibility, and cost-benefit effectiveness of the mobile tourism services from 3G operators’ and travel agencies’
perspectives. While 3G operators and travel agencies are key service providers of the mobile tourism services, it may be useful to examine more closely other tour-related service
‧
method, however, this categorization cannot reflect the tour operations (e.g. inbound tours and outbound tours).
Futu
stem development and system evaluation of the mobile tourism services. Assessing the entire study against the selected methodology requirements, it can be seen that the recommendation functions can be further enhanced by isms. We also have to recognize that our preliminary results of the system evaluation of the prototype system are limit
ted using a set of real businesses cases and business problem
h current locations reported from
providers’ (i.e., hotels, airlines, sightseeing spots, and restaurants), government’s (i.e., the tourism bureau and departments of information and tourism in different cities), and non-profit organizations’ (i.e., Taiwan visitors association and tourist guide association) attitudes toward the importance, feasibility, and cost-benefit effectiveness of the mobile tourism services. A closer examination of more players’ attitudes toward the importance, feasibility, and cost-benefit effectiveness of the mobile tourism services may be a useful avenue for future research.
In our study, the travel agencies are categorized by their travel license types. Even though this categorization is suitable for stratified random sampling
re researches are encouraged to investigate the B2C mobile tourism services with different tour operations. Moreover, future researches focusing on specific type of tourism contexts (e.g. domestic budget travelling) are desired to investigate which B2C mobile tourism services are useful under a specific type of tourism context. That is, future research could also extend the surveys to investigate more service operators or more service scenarios to further understand the business environment. Additional research is needed to further examine the detailed business model design to deliver a triple win solution for tourists, 3G operators as well as travel agencies.
We recognize some limitations as regards the sy
integrating ontology mapping and case-based reasoning mechan
ed. We have tested the prototype system with only students and we have not yet seen the results of operational efficiency and user acceptance of the system using real world cases.
Some future work needs to be done to fully realize the potential of the proposed system framework. First, as a technical extension, recommendation functions have to be further developed to include ontology mapping and case-base reasoning mechanism. Second, formal evaluation of the proposed framework will be conduc
s with different levels of complexity.
Another limitation as regards the system development and system evaluation of the mobile tourism services stems from the use of “live” cell phone with real mobile Internet access but with predefined geographic location. This choice is a compromise because a prototype system cannot access the mobile phone’s current location via the 3G providers.
Another constraint that plays a role in our decision is that we only have one 3G mobile phone for system evaluation. The strength is that there is no rating bias because of different mobile handheld devices. Future research can get a more accurate assessment of the mobile tourism services by suing different live wireless, handheld devices wit
the 3G providers. This is important since this research likely presents a rosier picture of prototype system evaluation because of the use of one mobile device with predefined geographic location whereas tests with the different mobile devices with different locations might reveal that the state-of-the-art is actually worse. Thus, further studies focusing on the system evaluation of mobile tourism services should also try to use different types of devices (e.g., PDAs, smart phones, etc.) and, possibly, various models within each type of device.
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ents major in tourism management with internship experiences are recruited in our B2E mobile tourism service study. In our study, managers of the travel agencies evaluate and valid
all across-cultural research, future research shou
Such specific research studies will help further understand specific design practices and their impact on various outcomes.
We have also recognized limitations as regards the classification of B2E mobile tourism services. It has been found more difficult than expected to recruit full-time employees in travel agencies to participate in the B2E mobile tourism service study. With this constraint, senior stud
ate the classification of the B2E mobile tourism services. Thus, the research results are acceptable and adequate enough to satisfy the research question. More research should be done to develop prototype systems to find out how the employees in the travel agencies evaluate the usefulness of the mobile tourism services.
Future studies will focus on building prototype systems in some travel agencies to validate the usability and usefulness of the proposed B2E mobile tourism service classification framework and identified mobile services, as well as on adapting this approach to classify and evaluate intra- or inter-organizational mobile services in other industry sectors.
For practical reasons, our work present the classification and system development for mobile tourism services in Taiwan but, as with
ld examine the generalizability to other countries. Such work will not only serve an important scientific purpose when supported by theoretical arguments regarding expected cross-cultural similarities and differences, but also provide valuable insights for practitioners to better understand today’s global village.
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